TourismIQ
40: Are We Measuring What Matters? (Jim Harenchar)
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TourismIQ
Podcast

40: Are We Measuring What Matters? (Jim Harenchar)

By TourismIQ
In Episode 40, Stuart Butler and Adam Stoker welcome Jim Harenchar, President of RMG USA, for a deep (and at times spicy) conversation on marketing attribution, ROI, and the complicated relationship between DMOs, agencies, and vendors. What starts as golf banter quickly tees off into a much larger dialogue about how—and whether—the travel industry is measuring what truly matters. From changing consumer behaviors to the dangers of over-attributing performance to the wrong channels, this episode challenges long-held assumptions and makes the case for smarter, more collaborative, and more nuanced measurement.

Topics Covered:
 • Golf as a growth engine: post-COVID trends, off-course vs. on-course participation, and product development opportunities
 • Why DMOs need to adapt to shifting demographics and behaviors
 • The problem with vanity metrics, over-attribution, and last-click bias
 • ROI vs. awareness: why both matter but need different yardsticks
 • Challenges with funding models, resource constraints, and vendor overload
 • Agency dynamics, incentive misalignment, and the role of experimentation budgets
 • A call for industry-wide frameworks and shared measurement models

Notable Quotes:
 • “You wouldn’t measure success for hunting the same way you’d measure success for farming.” – Stuart
 • “Sometimes we’re not promoting golf—we’re promoting a bad golf experience.” – Adam
 • “If we continue to do the same things, expecting the same results, we’re fooling ourselves.” – Stuart
 • “Awareness is valuable. Without it, no one can transact with you.” – Adam
 • “Let’s stop selling silver bullets and start selling collaboration.” – Stuart

Next Up:
Stuart and Adam will be live at ESTO—bring your questions, your hot takes, and your love for the Stu’s News jingle. Yes, there might be swag.

Podcast Details

Destination Marketing Podcast

Hosts: Destination Discourse